MSE Radio Programmes Listener Survey June 2005_Ian Nkata_Uganda

8/14/2019 MSE Radio Programmes Listener Survey June 2005_Ian Nkata_Uganda

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International Labour Organisation,

FIT-SEMA Small Enterprise Media in Africa Project

PO Box 7184, Kampala.

Fax : +256 31 262404

Tel : +256 31 262405

E-mail: [email protected]

A REPORT ON MSE RADIO PROGRAMMES

LISTENER SURVEY IN WEST

NILE,BUNYORO, BUSOGA, FAR EASTERN

UGANDA AND NORTHERN REGIONS OF

UGANDA

(FOR ILO-FIT SEMA PROJECT)

BY

IAN K.NKATA

(CONSULTANT)

P.O. BOX 16003, KAMPALA

MOBILE : 077-400717

[email protected]

[email protected]

JUNE 2005


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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 1

EXECUTIVE SUMMARY

The ILO FIT SEMA project was initiated in January 2004 with the aims of building

the capacity of private commercial radio industry to cover, report issues and provide a

platform of advocacy for small business enterprises. As part of the process a surveywas undertaken in five regions of the country that is Busoga, Bugisu, Bunyoro, West

Nile and Northern regions. The survey took place from 8th March 2005 till 5th April 2005.

1021 structured questionnaires were administered through face to face interviews.

The main objectives of the survey were to : evaluate the impact of radio programs on

small enterprises; evaluate listener behavior ; assess radio programming problems for

possible corrective advice for improved programming.

Findings indicate that: majority (79%)of the respondents had listened to the radio for

more than half an hour in the previous week; a lot of radio airtime is given to non-

essential issues (music, humor and politics) yet little radio airtime is given to essential

issues (income generation and business; health; and agriculture) ; majority of

respondents (listeners) have never heard of a program that focuses on small business

matters; some of the benefits of listening to small business programmes include -

getting information on markets (and prices) and business opportunities; information on

how to start or running a business. A number of valid reasons were found to be

responsible for non-benefit of small business programmes: diversion of issues during

the programme, irrelevant content, lack of capital on part of listeners, inadequate

information and low small business programme awareness; listeners generally prefer to

have small business programmes to be more aired any day between Saturday and

Monday from around 2 p.m. ; one (1) hour is most appropriate length of small

programme on radio. The programme should be: interactive(allowing feedback); of

much relevance very appropriate information ; and handled professionally by trained

presenters (even hosting experienced people); majority of the respondents

(households) , 97%,owned at least one (1) working radio; male heads of households

have more control of deciding what programmes to listen to; majority of the respondents

have never communicated (phoning or writing a letter) into a radio programme not even


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to a small business programme; for small majority of the respondents, agro business

confined to growing and selling; and retail trade are the main sources of income;

majority of households owned at least a bicycle which is the main mode of transport and

also a source of income; majority of the respondents owned anywhere between one (1)

to five (5) acres of land; majority of small business programme listeners were either

casual or interested listeners, few were dedicated listeners; and finally small business

radio listenership was more intense in the North Western regions of West Nile and

Bunyoro than it was in the Far East, Busoga and Northern regions.

Recommendations made are that promotional and branding efforts be increased to

raise general awareness of small business programmes; for general programming,

relevant content should be advocated this is achievable through regular audience

research by radio stations; benefits of listening to business programmes should be

clearly communicated especially to the audience; regular feedback from listeners should

be encouraged and radio staff should visit the communities to further interaction;

appropriate ways should be designed so that male heads of households do not always

what the rest should listen to; convert casual or interested small business listeners into

dedicated listeners; radio stations management should invest in good back up systems

to minimize going off air completely; radio stations should encourage balanced

programming to have more essential issues like income generation/business; health ;

agriculture and education. Efforts should be directed towards reducing on the non-

essentials like music; politics and humor; radio station management should also try to

employ well trained and well informed presenters to better handle issues at hand; and

finally radio stations should improve on signal clarity and coverage for better reception.


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TABLE OF CONTENTS

EXECUTIVE SUMMARY . 1

1.0 Background.. 71.1 Introduction2.0 Objectives of the survey. 7

3.0 Methodology 7

3.1 Pre-survey activities ... 8

3.2 Fieldwork .. 8

3.2.1 Sample population .. 8

3.2.2 Survey tools . 8

3.2.3 Data collection . 9

3.2.4 Data processing and analysis 10

3.2.5 Challenges, limitations and problems faced 11

4.0 Findings and Analysis . 12

4.1 Demographic breakdown 12

4.2 Listenership behavior and awareness .. 13

4.3 Radio issues versus radio airtime . 14

4.4 Business programmes listenership 15

4.5 Involvement in small business/informal sector activities/farming or

fishing . 16

4.6 How beneficial radio programmes are to small businesspeople in Uganda . 17

4.7 Satisfaction levels with the programme(s) 24

4.8 Listener behaviour . 29

5.0 Personal Data 33

5.1 Major areas of business or sources of income .. 34

5.2 Ownership of vehicular bodies . 35

5.3 Type of dwelling . 35

5.4 Land ownership .. 37

5.5 Livestock ownership .. 37


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5.6 Type of latrine/toilet . 38

5.7 Average monthly income 39

6.0 Regional Analyses . 39

6.1 North Western Region . 39

6.2 Busoga region 44

6.3 Far Eastern region 47

6.4 Northern region . 53

7.0 Concluding statements and Recommendations 53

7.1 Concluding statements .. 53

7.2 Recommendations . 54

APPENDICES

Appendix 1: Details of survey locations/routes in the different regions 56

Appendix 2: Photographs from the field .. 59

Appendix 3: Selected comments from radio listeners/respondents 60

Appendix 4: MSE radio programme listener survey questionnaire(Sample). 64

Appendix 5: Sample of a Field Assistants introduction letter 74

Appendix 6: Copy of signed/approved police letter 75

Appendix 7: Field assistants teams gender audit 76

Appendix 8: List of field assistant teams . 76

Appendix 9: Detailed data tables of survey results 77

Appendix 10 :Data tables for the general common issues (Not regional).. 93

Appendix 11:Data tables regional analyses 103


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List of Tables

Table 1: Are local FM radio stations providing enough time for the following issues?...15Table 2: What is your involvement in small business/informal sector? 17Table 2a: How do you think business programmes benefit small business people in19Uganda?Table 3 : Examples of how programme(s) has benefited small business people inUganda 20Table 4 : How did you act or intend to act as a result of this information? (What changedas a result of this information?)20Table 5 : Why this example(s) stick in mind?.................................................................21Table 6 : Why did you listen to this programme?...........................................................22

Table 7 : How has a business programme benefited you or your business?.................23Table 8 : Why has the programme not benefited you or your business? .23Table 9 : Suggested days for business programme(s) on radio.25Table 10 : Suggested times for business programme(s) on radio.25Table 11 : How long should the programme be?............................................................26Table 12 : What would change about programme presentation?...................................29Table 13 : How would you increase listener feedback ?.................................................29Table 14 : How many radios doe your household have? 30Table 15: Major area of business or sources of income..34Table 15a: Does your household have an average monthly income of less than

50,000/=? ...39Table 16: Which radio station do you listen to most often? (North Western)...41Table 17: Which radio station do you listen to most often? (Busoga)45Table 18: Station listened to most often (Far East)..49Table 19: Small business programme most listened to (Far East)50Table 20: Station listened to most often (Northern) 51

List of Charts

Chart 1: Gender of respondents 12Chart 2: Age of respondents ..13Chart 3: Area of residence ..13Chart 4: Radio listening in the past week .....14Chart 5: Why have you not listened to radio in the past week? 14Chart 6: Have you ever heard of a program on small business issues? .16Chart 7: How beneficial is the radio program to small business people in Uganda? 18Chart 8 : How do you think business programs benefit small business people in

Uganda? .19Chart 9 : How beneficial has been to you or your business? ... 22Chart 10 : How convenient is the programme time? .. 24


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Chart 11 : How is the programme length, is it too long or too short? 26Chart 12 : How detailed are small business programmes coverage? ..27Chart 13 : What do you think of the way programmes are presented? 28Chart 14 : Do you think the programme(s) provide enough feedback through phones,

letters and interviews? ..29

Chart 15 : Does your household have a working radio? 30Chart 16 : Who in your household has the most control over which programmes youlisten to? . 31

Chart 17: Does this situation stop you from listening to radio stations you like? .. 32Chart 18: Have you ever written or telephoned into a programme on radio? 33Chart 19: Have you ever written or telephoned into a small business programme on

radio? . 33Chart 20: Do you own a car, motorcycle or bicycle? 35Chart 21: What type of house do you live in? (Rural) .. 35Chart 22: What type of house do you live in? (Urban) . 36Chart 22a: How much land does your immediate household own? 37

Chart 23: How much livestock (cows, goats, sheep etc) do you own? .. 38Chart 24: What type of latrine/toilet does your house have? .. 38Chart 25: Is Runyoro/Alur/Lugbar your first language? 40Chart 26: Which local language radio stations do you listen to? (North Western) .40Chart 27: Can you remember the name of small business programme? (N/ Western).42Chart 28: Small business programme most listened to (North Western) .. 43Chart 29: Small business programme listener self description North Western .. 43Chart 30: Is Lusoga your first language? . 44Chart 31: Which local language radio stations do you listen to? (Busoga) 44Chart 32: Can you remember the name of small business programme? (Busoga). 46Chart 33 : Which small business radio program do you listen to most? (Busoga) 46Chart 34: Is Lugisu, Adhola, Gwere, Swahili, Luganda or Kumam your 1st language?..47Chart 35: General listenership on individual stations (Far East)48Chart 36: Can you remember the name of small business programme? (Far East)50Chart 37: Is Luo your first language? 51Chart 38: General listenership on individual stations (Northern) .51


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1.0 Background

1.1 Introduction

The ILO FIT SEMA project was initiated in January 2004. This project aims to build the

capacity of private commercial radio industry to cover, report issues and provide a

platform of advocacy for small business enterprises. This project is funded by the

Swedish International Development Agency (SIDA).

This project includes a substantial component of monitoring; evaluating and

documenting of the impact radio programs have on small enterprises. The project has

initiated a system of monitoring radio programs that the ILO supports and runs listener

surveys in at least different regions of the country to investigate benefits of the

programmes on the listeners and impacts of the radio on policy levels.

It is against this background that a survey was undertaken in five regions of the country

that is Busoga, Bugisu, Bunyoro, West Nile and Northern regions. The survey took

place from 8th March 2005 till 5th April 2005.

2.0 Objectives of the survey

2.1 The survey was set out to achieve the following objectives:

To evaluate the impact of radio programs on small enterprises

To evaluate listener behavior

To assess radio programming problems for possible corrective advice for

improved programming

3.0 Methodology

This chapter presents the pre-survey activities, the survey methodology covering,

sampling, survey tools, data collection, and data processing and analysis techniques.


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3.1 Pre-survey activities

The organization of the survey consisted of several activities which included a

training workshop whose main objective was to communicate the purpose of the

survey to field assistants; to review the proposed questionnaire; and make field

assistants understand the underlying survey concepts and imparting interview

techniques and skills required for fieldwork; field test the questionnaire and to get

field assistants to sign up for the project. This was part of the orientation process.

3.2 Fieldwork

3.2.1 Sample population

The survey set out to interview 1000 radio listeners of at least 15

years and over in the 5 regions of the survey. The sample was to

reflect a ratio of 70:30 rural to urban while gender was to ratio of

50:50 male to female. The sample was regionally broken down as

follows: West Nile and Bunyoro 250; Busoga 250; Far East

250 and Northern 250. In order to ease administration of

questionnaires, zoning was based on the key district towns around

which routes were drawn. These routes were followed during the

survey. (See Appendix 1: Detail of survey locations/routes in

the different regions)

3.2.2 Survey tools

The survey tool basically used was a questionnaire. It was similar

to that one used in the previous survey though had some

adjustments for purposes of easing analysis of data. The

adjustments made did not affect the questionnaire content as such.

The questionnaire was designed with the objective of obtaining

information in the key areas of:


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a) Background information and screening

b) Awareness and listenership

c) Non-business radio programme listeners

d) Satisfaction levels with business radio programmes

e) General listener behavior

f) Personal information

The appropriate number of questionnaires was produced for the purpose.

(See Appendix 4: MSE radio programme listener survey sample

questionnaire)

3.2.3 Data collection

Five teams were mobilized for data collection and the data collection

exercise took a period of one month - 8th March 2005 to 5th April 2005.

(See APPENDIX 8: List of field assistant teams).

All the teams were under the direct supervision of the Team Leader who

ensured the following: that the time table was properly adhered to; data

integrity; prompt payment of research and logistical fees to field

assistants; compliance with sample ratios and providing constant

monitoring and feedback to FIT SEMA about the activities and progress of

the survey. The team leader was also charged with the responsibility of

reporting a teams presence in the areas or districts to the respective

District Police Commanders (DPCs) who were presented with introduction

letters (See Appendix 6 : Copy of signed/approved police letter) . The

District Police Commanders were very helpful and approved of our stay in

the various regions. The Team Leader and field assistants were assured

of their assistance and protection in case need arose.

Armed with survey routes and map, field assistants administered the

questionnaires to willing respondents while complying with the 50:50

gender ratios. Field assistants were dropped off at various sampling points

in the rural routes ranging from 15 to 20 kilometers apart, targeting


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homesteads, and then they were picked up so that they would be dropped

off at other points. The potential respondents were randomly selected

bearing in mind the 50:50 ratio of male to female. After the interviews, the

field assistants were required to obtain signatures/thumb prints from the

respondents as proof of interview as well as physical addresses and

telephone contacts for possible follow up on respondents. On the average,

it took about 25 minutes for a field assistant to interview a business radio

programme listening respondent, while for a non- radio business

programme listening respondent, it took 10 to 15 minutes. The interview

method was employed to obtain information from the respondents. Each

team member had an introduction letter, promptly signed, stamped and

with a passport size photo which was used to identify themselves and to

highlight the purpose of the survey. (See Appendix 5: Sample of a Field

Assistants introduction letter)

3.2.4 Data processing and analysis

Thorough editing and checking of data was carried out to ensure

completeness, accuracy, clarity and consistency of the responses in the

questionnaire. Most of the data collected was quantitative in nature. There

were limited sets of qualitative data too.

Data from the questionnaires was then captured using the SPSS

computer program version 11. Once data was captured and initially

processed in the SPSS ver.11, it was then exported into MS-Excel for

further analysis and manipulation. Some of the data was aggregately

processed and analyzed because information could be generally

categorized while some was regionally processed and analyzed because

issues therein were specific or unique to a particular region. The data was

summarized into frequency tables, graphs and cross tabulations are

presented and discussed in findings in chapter 4 and in the appendices.


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3.2.5 Challenges, limitations and problems faced

The fieldwork did not come without challenges. Below are some of the

challenged that were faced in the field:

Paranoia (suspicion) on part of respondents was experienced.

Some of the respondents were suspicious of the survey thinking it

was either politically inclined, considering the current political

environment in regard to 2006 Elections or was related to the tax

department (Uganda Revenue Authority) or local government. For

some potential respondents, it took a lot of convincing and

assurance to obtain interviews while others refused totally. In case

of refusals, suitable replacements were taken.

In some cases where women were approached for interviews there

was reluctance on their to accept interviews and were of the view

that their husbands were better suited to answer the questions.

This came up as a result of strong cultural sentiments where it is

believed to that women have to consult their husbands beforetaking certain actions or have no right to doing certain things at all.

Much as the research was more directed towards small business

radio programming or listenership (that is outside general

listenership); less number of people had ever listened to a small

business radio program let alone having heard of one. Even those

who had heard the programs, they were not very regular listeners

thus resulting in giving relatively scanty information.

Certain regions of the country, like in the Northern region, because

of security reasons we it was not possible to go deep into the rural

areas. The assignment was therefore limited to the major urban

centers and the immediate surroundings, not more than 15

kilometers.


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There was a general feeling that people did not know the name of

programmes. They could only give a description in terms of time

slots or identify by name of presenter or sponsor.

4.0 Findings and Analysis

In this chapter, findings are presented, analyzed and discussed. A total of 1000

respondents were targeted but 1021 questionnaires were administered in the survey.

4.1 Demographic breakdown

Of the 1021 respondents, 51% were males while 49% were females (Chart 1).

Chart 1: Gender of respondents

Gender of respondents n=1021

Female49%

Male51%

Of the 1021 respondents, 38% were aged between 26 and 35 years; 33%

were between 15 and 25 years; 17% were between 36 and 45 years while

those over 45 years accounted for 12% of respondents. (Chart 2)


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Chart 2: Age of respondents

Age of respondents n=1021

26-35 years

38%

36-45 years

17%

15-25 years

33%

Over 45 years

12%

Of the 1021 respondents, 63% lived outside the municipalities of the key

towns surveyed. These respondents were actually in the rural settings

while those within the urban areas accounted for 37%. (Chart 3)

Chart 3: Area of residence

Where do you live? n=1021

Outside the

municipality

63%

Within

municipality

37%

4.2 Listenership behavior and awareness

On radio listening behavior, 79% of the respondents had listened to radio for

more than half an hour in the past week while 21% had not. (Chart 4)


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Chart 4: Radio listening in the past week

Have you listened to radio for more

than half an hour in the past week?

n=1020

No21%

Yes

79%

For the respondents who had not listened to radio in the past week, 79% said

they did not have access to radio, while 15% said they did not like radio. The

smaller part, 6%, gave other reasons for not listening such as: their radios were

not in working condition at the time i.e. either spoilt or lacked cells to run the

radios; and others claimed that their radios had been stolen.

Chart 5: Why have you not listened to radio in the past week?

Why not listened to radio in the past

week?n= 215

I don't have

access to

radio

79%

I don't like

radio

15%

Other

(specify)

6%

4.3 Radio issues versus radio airtime

Listeners were asked to state adequacy of radio airtime for different radio

programme issues. The respondents were expected to highlight whether it is not

enough, adequate, too much or if they were not interested. The results are

shown in Table 1 below. The results indicate that music, humor and national


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politics are given too much airtime 44.1%; 19% and 19.7% respectively while

clearly, on the other hand , airtime allocated to health issues, agriculture and

income generation/business was largely inadequate as indicated in the scores

34.6%, 38.8% and 39.2% respectively. There is a very clear indication that more

airtime is being allocated to issues of less relevance while those that are

seemingly important in a direct way to peoples lives were denied sufficient

airtime. Below are some comments made by respondents as a testimony in this

regard:

The FM local stations should find better programmes such as focusing more on things like

education, small income generating businesses. (Male, 25-35)

What is aired is not normally relevant theres need to focus on relevant issues. (Female, 35-

45)

More time should be allocated to educative programmes (Female, 25-35)

Humor and music take up all the time they should be using to teach us things that are important.

Politics too is given a lot of time. (Male, over 45)

More airtime should be given to issues regarding health (Male, 25-35)

(For detailed more analysis, please check in the appendices)

Table 1: Are local FM radio stations providing enough time for the

following issues?

Are local FM radio stations providing enough time for the following issues?

n Not enough Adequate Too much Not interested

Health 899 34.6 52.6 7.6 5.2

Agriculture 902 38.8 39.9 9.0 12.3

Income generation/business 896 39.2 38.1 3.2 19.5

Religion 901 18.5 38.1 3.2 19.5

National politics 897 20.4 43.8 19.7 16.1

Local politics 899 20.4 43.8 16.7 16.1

Humor 869 17.7 51.3 19.0 12.0

Music 896 8.0 44.4 44.1 3.5

n=number of respondents to this question Total number of respondents =1021

4.4 Business programmes listenership

On whether they have ever heard of a radio programme focusing small

business issues, 40% had ever of heard of a radio programme focusing on

small business issues while 60% had not. (Chart 6). It was also observed

that, for those who have heard of these programmes, were not sure of the


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programme names, they stopped at knowing time slots only and some

went to the extent of confusing adverts with business programmes.

Chart 6: Have you ever heard of a program on small business

issues?

Have you ever hear of a radio program on

small business issues? n=884

Yes

40%

No

60%

4.5 Involvement in small business/informal sector activities/farming or

fishing

Of the 312 who responded to this question, 46.5% were either owners or

managers of a small business while 19.6% were being employed in a

small business establishment. 11% were interested in starting a small

business. See details in Table 2 below.


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Table 2: What is your involvement in small business/informal sector?

activities/farming or fishing?

What is your involvement in small business/informal sector

activities/farming or fishing? n=312

46.5

19.6

11.2

2.6

17.6

2.6

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.050.0

Owner/Managerofsmallbusiness

Employeeinsm

allbusiness

Interestedinstartingsmallbusiness

Employeeinlargeorg/gvt/company

Noinvolvement

Other(specify)

4.6 How beneficial radio programmes are to small business people in

Uganda

On how beneficial the radio programmes are to small business

people in Uganda, 50% found them very beneficial while 44%

found them quite beneficial. 6% of the of the respondents found

them not beneficial (Chart 7).


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Chart 7: How beneficial is the radio program to small business

people in Uganda?

How beneficial is the radio program to small

business people in Uganda?n=291

Quite

beneficial

44%

Not very

beneficial

4%

Highly

beneficial

50%

Not at allbeneficial

2%

The survey sought to also measure the possible benefits in

which the respondents were to indicate if the benefit was a

first choice or second choice one. See results details in

Table 2a below and Chart 8. The research shows that the

greatest benefit, as first choice, lies in provision of Information

on how to run a small business with a total count of 147, while

provisionof Information on markets and business opportunities

and provision of business tips and advice followed with score

counts of 134 and 123 respectively. The least benefits were seen in

provision of a voice for small business people to influence

government, tax officials etc and provision of Information on

legal, tax and other policy issues. The score counts were 28 and

35 respectively.


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Table 2a: How do you think business programmes benefit

small business people in Uganda?

Chart 8 : How do you think business programs benefit smallbusiness people in Uganda?

How do you think business programs bene fit small business

people in Uganda?

2835

67

134

147

123

3224

30 3440

62

0

20

40

60

80

100

120

140

160

Voice for smallbusiness people

to influencepolicy

Information onlegal, tax andother policy

issues

Information oncurrent

business newsand events

Information onmarkets and

businessopportunities

Information onhow to run a

small business

Providesbusiness tips

advice

Benefits

Count

1st cho ice

2nd choice

Furthermore, the respondents were required to give examples of how the radio

programmes had benefited small business people and the findings are

summarized in Table 3 below:

How do you think business programmes benefit small business people inUganda?

(Figure indicated in table are counts not percentages)

Benefits - provides.1stchoice

2ndchoice

Totalcount

Voice for small business people to influence policy 28 32 60

Information on legal, tax and other policy issues 35 24 59

Information on current business news and events 67 30 97

Information on markets and business opportunities 134 34 168

Information on how to run a small business 147 40 187

Provides business tips and advice 123 62 185

534 222


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Table 3 : Examples of how programme(s) has benefited small

business people in Uganda

Frequency PercentValidPercent

Valid No response/missing 804 78.7 78.7

Advice on how to set up/run a business 98 9.6 9.6

Improved business knowledge/management 46 4.5 4.5

Information on accessing business resources 6 0.6 0.6

Information on accessing/managing loans 23 2.2 2.2

Information on markets/prices 44 4.3 4.3

Total 1021 100.0 100.0

The actual total number of respondents to this question were 217 of which 98

(9.6% of the 1021 total) regarded Advice on how to set up/run a business as

the highest benefit. This was followed by Improved business

knowledge/management which accounted for 46 out of 217 (4.5% of the total

1021). Information on markets/prices was considered to be an important benefit

with a count of 44 out of 217 (4.3% of the total 1021). The survey went further to

inquire on how the respondents acted or intend to act as a result of this

information or rather what changed as a result. The findings are summarized in

Table 4 below:

Table 4 : How did you act or intend to act as a result of this

information? (What changed as a result of this

information?)

How did you act/intend to act as a result of this information?

Frequency Percent Valid Percent

Valid No response (missing) 837 82.0 82.0

Improved/better lifestyles 16 1.6 1.6

Improved production/sales 52 5.1 5.1

Improved/increased business knowledge 39 3.8 3.8

More awareness on how to start/run business 67 6.6 6.6Poverty alleviation 1 0.1 0.1

Sought for a loan 9 0.9 0.9

Total 1021 100.0 100.0

The key changes to the respondents as a result of this information were More

awareness on how to start/run a business with a total count of 67 out of 1021

respondents (6.6%). This was followed by Improved production/sales with a


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total count of 52 out of 1021 (5.1%). The least reactions were that of Sought for

a loan and Poverty alleviation with total counts of 9 (0.9%) and 1 (0.1%)

respectively. Other changes or reactions included: Improved/better lifestyles and

; Improved/increased business knowledge.

Topical areas shown in Table 3 were of interest to radio listeners or respondents

because of the reasons shown in Table 5 below:

Key reasons included :

Source of important information

Getting more business knowledge

Good /relevant business content

Table 5 : Why this example(s) stick in mind?

Why did this example stick in mind?


Valid 821 80.4 80.4

Getting more business knowledge 43 4.2 4.2

Good /relevant business content 35 3.4 3.4

Helps in sustaining a home 12 1.2 1.2

Poverty alleviation 18 1.8 1.8

Source of important information 92 9.0 9.0

Total 1021 100.0 100.0

Asked why respondents listened to a particular business programmes, 28% of

them gave Gaining information on trade opportunities with small business

sector as the main reason. This was followed by Picking up business

information and tips I can pass on to others with 25%. Details of why

respondents listened to a particular business programmes are shown in Table 6

below :


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On specifics of how a programme benefited a listener or their business, some of

the key benefits included: better planning in business and ; running a business

better. Details of other benefits are shown in Table 7 below. It is however

important to note that 94% of the respondents did not answer the question hence

the low scores.

Table 7 : How has a business programme benefited you or your business?

How has it benefited you or your business?


Valid 956 93.6 93.6

Better life 4 0.4 0.4

Better planning 22 2.2 2.2

Improved skills-book keeping, customer care, communication 10 1.0 1.0

Running a business better 18 1.8 1.8

Self reliance 8 0.8 0.8Got a loan 1 0.1 0.1

Total 1021 100.0 100.0

Table 8 shows why the programme(s) has not benefited a listener or their

businesses though the scores are not that strong but the reasons are valid.

Table 8 : Why has the programme not benefited you or your

business?

Why has the programme not benefited you or your business?


Valid 997 97.6 97.6

Diversion of issues 1 0.1 0.1

Frequency on radio is low 1 0.1 0.1

High prevalence of poverty 1 0.1 0.1

Incompleteness in programs 1 0.1 0.1

Irrelevant content 3 0.3 0.3

Irrelevant information 1 0.1 0.1

Lack of capital 6 0.6 0.6

Lack of enough information 1 0.1 0.1

Not a business person 3 0.3 0.3

Not addressing area of interest 1 0.1 0.1

Not in business 1 0.1 0.1

Programs hardly known 1 0.1 0.1

Self reliance 1 0.1 0.1

Short air time 2 0.2 0.2

Total 1021 100.0 100.0


25/122


4.7 Satisfaction levels with the programme(s)

(a) On convenience of business programme time on radio, of the 294

respondents 19% of them claimed that the programme(s) was on at the

wrong time, while 74% claimed programme(s) was on at the right time

(Chart 10).

Chart 10 : How convenient is the programme time?

How convenient is the programme time?

n=294

No opinion

7%

On at the right

time

74%

On at the wrongtime

19%

Of those who were of the view that the programme(s) was (were) on at the wrong

time (55) , about 34% of them preferred to have the programme on Sunday while

24% preferred Monday while 18% of those preferred Saturday. The findings

clearly show that listeners would prefer business programmes to run anywhere

between Saturday and Monday. Table 9 below shows the details of scores of

other days.


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Table 9 : Suggested days for business programme(s) on radio

Better day option 1


Valid Mon 12 1.2 24.0

Tue 2 0.2 4.0

Wed 1 0.1 2.0Thu 1 0.1 2.0

Fri 2 0.2 4.0

Sat 9 0.9 18.0

Sun 17 1.7 34.0

Any day 6 0.6 12.0

Total 50 4.9 100.0

Missing System 971 95.1

Total 1021 100.0

Table 10 shows suggested times for the programme(s), though scores are not

very significant. It is 2pm that had the highest count of 6.

Table 10 : Suggested times for business programme(s) on radio

Better time option 1


Valid 972 95.2 95.2

10am 1 0.1 0.1

10pm 2 0.2 0.2

11am 1 0.1 0.1

12 noon 1 0.1 0.1

12noon 1 0.1 0.1

1pm 2 0.2 0.2

2pm 6 0.6 0.6

3pm 2 0.2 0.2

4pm 3 0.3 0.3

5pm 3 0.3 0.3

6pm 1 0.1 0.1

7pm 5 0.5 0.5

8.30pm 1 0.1 0.1

8pm 4 0.4 0.49pm 14 1.4 1.4

Total 1021 100.0 100.0


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(b) On whether the programme(s) was too long or too short, 34% of 282

respondents to this question said the programme(s) was too short, 62%

said the programme(s) length was just right while 4% said they were too

long (Chart 11).

Chart 11 : How is the programme length, is it too long or too short?

How is the programme length, is it too long or too

short? n=282

Too short

34%

Just right

62%

Too long

4%

(c) Of those who felt that programme length was not right or correct (referring

to Table 10 above i.e. the Too long -4% and Too short 34%) , gave a

number of possible preferred options that are shown in Table 11. The one

highlighted as most preferred was 1 hour.

Table 11 : How long should the programme be?


Valid Missing/Non response 903 88.4 88.4

1 hour 46 4.5 4.5

1.5 hours 19 1.9 1.9

30 minutes 9 0.9 0.92 hours 25 2.4 2.4

2.5 hours 4 0.4 0.4

3 hours 8 0.8 0.8

4 hours 2 0.2 0.2

45 minutes 5 0.5 0.5

Total 1021 100.0 100.0


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(d) On the issue regarding detail of issues covered in the business

programmes, of the 280 respondents to this question 56% said the detail

was just right, while 38% thought the small business programmes lacked

detail. (Chart 12)

Chart 12 : How detailed are small business programmes coverage?

How detailed are small business programmes

coverage? n=280

Not detailed

enough

38%

Just right

56%

Too detailed

6%

(e) On the way the programmes are presented, of the 276 listeners to this

question only 14% thought it was very good while 72% thought it was

good. Another 14% regarded the way of presentation to be average.

(Chart 13)

Chart 13 : What do you think of the way programmes are presented?

What do you think of the way programmes are

presented? n=276

Good

72%

Average

14%

Poor

0%Very good

14%


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(f) For average or poor way of presentation, the respondents to this question

gave number ideas on how they would change programme presentation.

Key ideas included, among others, hosting experienced guests;

minimizing program interruption; encouraging listener feedback and using

better technology for better sound clarity. A number of ideas given are

also varied even in their small proportions as shown in Table 12 below.

Table 12 : What would change about programme presentation?

(

g

)

F

u

r

t

h

e

r

investigation was carried out on satisfaction of programmes and this was

specifically directed towards understanding if listener feedback enough or

not. Chart 14 shows that 60% of the respondents to this issue thought

listener feedback through phones, letters and interviews was just right

while 34% thought it was not enough.

What would you change about program presentation?


Valid 868 85.0 85.0

. 97 9.5 9.5

Allocate more time 1 0.1 0.1

Arrange for letters feedback for those with no phones 1 0.1 0.1

Encourage listener feedback 8 0.8 0.8

Host experienced guests 14 1.4 1.4

Improve signal clarity 1 0.1 0.1

Improve technology for clarity 8 0.8 0.8

Irrelevant content 3 0.3 0.3

Minimize program interruption 9 0.9 0.9

Presenters should only moderate not dominate 1 0.1 0.1

Programs should be broadcast at better times 1 0.1 0.1

Radio producers should do regular field visits 2 0.2 0.2

Should have musical breaks 5 0.5 0.5

Too much time assigned 2 0.2 0.2Total 1021 100.0 100.0


30/122


Chart 14 : Do you think the programme(s) provide enough

feedback through phones, letters and interviews?

Do you think the programme(s) provide enoughlistener feedback thru phones, letters & interviews?

n=280

Not enough

34%

Too much

6%

Just right60%

(h) Asked what kind of feedback they would increase, more respondents said

they would increase Live phone ins to the programmes (134) while 124

said they would increase Interviews with listeners at work place or home

(See Table 13 below for details)

Table 13 : How would you increase listener feedback ?

Would you increase listener feedbackthrough? Yes No

Live phone ins to the programme? 134 15

Interviews with listeners at work place or home? 124 12

Time for listeners' letters? 86 27

Other forms of feedback? 13 3

4.8 Listener behaviour

(a) Ownership of radios in Chart 15 shows that 97% of the respondents owned at

least a working radio in their households while 3% did not own one. This is a very

strong indication of how important a radio is to the people.


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Chart 15 : Does your household have a working radio?

Does your household have a working radio? n=919

No

3%

Yes

97%

(b) Of those who have radios, the majority 59.2% own one radio. This was

followed by owners of two radios who accounted for 22% while those have three

radios were at a distant 5.3%. Details are shown in Table 14 below.

Table 14 : How many radios does your household have?

If yes, how many?

No. of radios Frequency Percent Valid Percent

Valid 113 11.1 11.1

1 604 59.2 59.2

12 1 0.1 0.1

2 225 22.0 22.0

3 54 5.3 5.3

4 17 1.7 1.7

5 5 0.5 0.5

7 1 0.1 0.1

8 1 0.1 0.1

Total 1021 100.0 100.0

(c ) Much as households have radios, the question of who controls which

programmes one listens to arises. This would likely affect listening

patterns as those who have little or no control will be forced to listen to

what has been dictated upon them or may prefer not to listen at all. Chart

16 below shows the different levels of control in households. As the chart

shows it is the male heads of the households who have most control

(50%). This is followed distantly by female heads of household. (17%).


32/122


This implies that heads of households easily account for nearly 60% of the

control. The other forms of control may be attributed to presence of more

radio sets in the household hence no one in particular has any control or it

may be a matter of consensus. On the other hand having heads of

households controlling on programme listening, they may decide on

irrelevant programmes which may end up being useless to other people in

the households.

Chart 16 : Who in your household has the most control over

which programmes you listen to?

Who in your house holds has the most control over which

programmes you listen to?n=910

50.5

17.1

7.6 7.0 6.311.4

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Maleheadof

household

Femalehead

ofhousehold

Youthinthe

household

Eldersinthe

household

Decidedby

consensus

Noonein

particular/we

havemany

radiosets

On the contrary, and interestingly , most people , 88%,claimed that this did not

stop them from listening to the radio stations they like (See Chart 17 below). This

raises the question Does it mean that they do not mind listening to any

programme as long as it is on the radio they like?, Even when the heads of

households compel them to listen to certain programmes?


33/122


Chart 17: Does this situation stop you from listening to radio stations you

like?

Does this situation stop you to listen to radio stations

that you like? n=922

Yes

12%

No88%

(d) Respondents were required to state whether they had ever telephoned or written

into a programmeon radio, 21% of them said they had while 71% said they

had not.(Chart 18)

Chart 18: Have you ever written or telephoned into a programme on radio?

Have you written or telephoned into a

programme on radio?n=926

No

71%

Yes

29%

The high number of people who have not written or telephoned into a radioprogramme is probably attributable to the following:

Not having access to phones or cannot afford these services.

If letters are written, they are never read. This is discouraging.


34/122


Like the comment below by a respondent attests:

I write letters to radio stations but are never read, they seem to consider only people in

urban areas who have access to more phones... (Female, 15-24)

(e) Respondents were required to state whether they had ever telephoned or writteninto a small business programmeon radio, 6% of them said they had while

94% said they had not.(Chart 19). The reasons for this behavior may not differ a

lot from the above in (d). The scores of those of who have ever written or

telephoned into a small business programme on radio were much

lower because listenership to small business programmes is much lower

compared to other general programmes.

Chart 19: Have you ever written or telephoned into a small business

programme on radio?

Have you written or telephone into any of the small

business programme on radio?n=902

Yes

6%

No

94%

5.0 Personal Data

The survey was also directed to also establish listeners lifestyles these included

major business activities or main sources of income; ownership of vehicular

bodies; type of dwelling; land ownership; livestock ownership; and finally type of

toilet.


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5.1 Major areas of business or sources of income

Table 15: Major area of business or sources of income

Major area of business


Valid Total 1002 98.1 100.0

Agro business - Growing & selling 180 17.6 18.0

Trading-retailing 167 16.4 16.7

Not in business 147 14.4 14.7

Service - other (specify) 127 12.4 12.7

Other (specify) 87 8.5 8.7

Service- Education 53 5.2 5.3

Service - Transport 45 4.4 4.5

Service - catering/restaurant 45 4.4 4.5

Service - repairing 29 2.8 2.9

Agro business - Buying & selling 26 2.5 2.6Trading -wholesaling 19 1.9 1.9

Livestock & fish - Catching/rearing &selling 18 1.8 1.8

Service - Accommodation 13 1.3 1.3

Manufacturing - wood 11 1.1 1.1

Manufacturing - Handicraft 10 1.0 1.0

Agro business - processing 7 0.7 0.7

Manufacturing - metal 7 0.7 0.7

Manufacturing - textile/tailoring 5 0.5 0.5

Livestock & fish - processing 4 0.4 0.4

Manufacturing - food & drinks 2 0.2 0.2

Missing System 19 1.9Total 1021 100.0

Table 15 shows that Agro-business in the area growing and selling was the

activity most people were involved in (18%), this was followed by retail trade at

16.7%. A good number of people claimed to be involved in variety of services as

a source of income (12.7%). From the Table 15 above it can be observed that

less number of people were involved in manufacturing related activities. In

comparison, more people were involved in agro business, trading and services

activities than in manufacturing. The rest (15%) are dependants, students e.t.c.


36/122


5.2 Ownership of vehicular bodies

Majority of the respondents (76%) owned at least one bicycle. It is important to

note that bicycles were main mode of transport in the rural areas. Bicycles are

used as a business tool to transport produce among other things. Bicycles are

also used as source of income in form of boda-boda. The ownership of

motorcycles stood at 6% while motor vehicles was at 5%. Those who owned

none of the above were 13% of the respondents.(Chart 20)

Chart 20: Do you own a car, motorcycle or bicycle?

Do you own a car, motocycle or

bicycle?n=692

Bicycle

76%

Motorcycl

6%

None

13%

Car

5%

5.3 Type of dwelling

Majority of people (41%)in the rural areas lived in houses that are brick built

which are non-thatched (with either mabati or tiles) while 36% lived in mud built

houses with thatched roofs and 22% live in mud built houses with non-thatched

roofs. (Chart 21)


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Chart 21: What type of house do you live in? (Rural)

What type of house do you live in? -Rural- n=632

Mud built with

thatched roof

36%

Mud built with

mabati (non

thatched) roof

22%

Brick built withnon thatch

(mabati or tiles)

42%

In the urban areas, majority (37%) live in a rented brick built with either mabati or

tiles while 32% live in their own houses that are brick built with either mabati or

tiles. Details of urban dwellers are shown in Chart 22.

Chart 22: What type of house do you live in? (Urban)

What type of house do you live in? (Urban) - n=321

Own house :

brick built with

mabati or tile

roofing

32%

Rented : brick

built with mabati

or tile roofing38%

Rented : mud

built with mabati

roof

12%

Other (specify)

11%

Self built mud

(or similar)house on

another person's

land

7%


38/122


5.4 Land ownership

On land ownership side, respondents were asked to indicate how much land their

immediate household own and details are shown in Chart 22a below. The

majority, 35%, own less than 2 acres while the lesser majority of 27% owned no

land. 24%, however own somewhere between 2 and 5 acres.

Chart 22a: How much land does your immediate household own?

How much land does your immediate household

own? n=632

Do not know

1%

More than 5acres

13%

Between 2 & 5

acres

24%

Less than 2

acres

35%

No land (except

for house)

27%

5.5 Livestock ownership

The respondents were required to indicate how much livestock they own. A

majority of 46% own less than 10 animals while 42% did not own any. 12% of the

respondents owned between 10 and 50 animals. (Chart 23)


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Chart 23: How much livestock (cows, goats, sheep etc) do you own?

How much livestock (cows, goats,sheep etc) do you

own?n=638

Less than 10

46%

Between 10 & 50

12%

More than 500%

None

42%

5.6 Type of latrine/toilet

Most homes or households (67%) have a private latrine. This is very

characteristic of rural settings. 26% of the respondents, mainly those in urban

areas, use communal pit latrines. Very few people (6%) have private flush

toilets.(Chart 24)

Chart 24: What type of latrine/toilet does your house have?

What type of latrine/toilet does your house have?

n=674

Private pit

latrine

67%

Private f lush

toilet

7%Communal pit

latrine

26%


40/122


5.7 Average monthly income

The Table 15a below indicates that of 391respondents who accepted to answer

this question 49.6% of the households earn an average monthly income of

50,000 shillings while 46.5% earned less than 50,000 shillings. 1.5% did not

know how much they earned.

Table 15a: Does your household have an average monthly income of

less than 50,000/=?

Does your household have an average monthly income of less than 50,000/=?


Valid Yes 182 17.8 46.5

No 194 19.0 49.6

Do not know 15 1.5 3.8

Total 391 38.3 100.0


Total 1021 100.0

6.0 Regional Analyses

This section presents results from the different regions in which the survey took place.

The section will tackle each region because of issues therein are unique to the regions.

The section covers language factor, individual radio station general listenership, station

most listened to, individual small business programme listenership, small businessprogramme most listened to and self description as a listener to small business

programmes.

6.1 North Western Region

This covered the regions of Arua, Nebbi, Paidha, Masindi and Hoima.

(a) Language

Majority of the respondents were native speakers of either Runyoro, Lugbar or

Alur (88%), while those who could speak either of those languages but not

natives accounted for 11% of the respondents. (Chart 25)


41/122


Chart 25: Is Runyoro/Alur/Lugbar your first language?

Is Runyoro/Alur/Lugbar your first language? n=253

Non

Runyoro/Lugbar/Alur speaker

2%

Native

Runyoro/Lugba

r/Alur speaker

87%

Non-native

Runyoro/Lugba

r/Alur speaker

11%

(b) General listenership on individual stations

Chart 26: Which local language radio stations do you listen to?

Which local language radio stations do you listen to?

90

78

6157

1

82

125

3 412 13

16

2 2

0

20

40

60

80

100

120

140

BunyoroBroadcasting

Kitara FM Arua One Radio Paidha Radio Apac Radio Pacis Otherstations

Count

In Bunyoro region, more people tune into Bunyoro Broadcasting (90)

cumulatively than to Kitara FM (78). This was approximately out of about 130

respondents. Yet in the West Nile region, Radio Pacis has more people

cumulatively tuning in with about 82 out of about 120 people. Arua One and

Radio Paidha have a fairly a strong following with counts of 61 and 57

respectively.


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(c ) Station most often listened to

In the different regions, listeners (respondents) were asked to indicate which

radio station they listen to most. Details are shown in Table 16 below. In the

Bunyoro region, listeners were more loyal to Kitara FM than they are to Bunyoro

Broadcasting. Deeper analysis reveals that Kitara FM had less cumulative

audience but had more loyal listeners because of the high listener retention.

Kitara FM retains just over 50% of the total radio audience (41out of 78), while

Bunyoro Broadcasting retains about 34% of the total audience (31 out of 90)

much as it has much bigger cumulative audience. In the West Nile region, Radio

Pacis is the station listened to most often followed by Radio Paidha.

Table 16: Which radio station do you listen to most often?

Listen to most often?


Valid Bunyoro Broadcasting 31 12.3 14.0

Kitara FM 41 16.2 18.6

Arua One 14 5.5 6.3

Paidha FM 33 13.0 14.9

Radio Pacis 39 15.4 17.6

Other (specify) 63 24.9 28.5

Total 221 87.4 100.0Missing System 32 12.6

Total 253 100.0

(d) Small business programme listenership on local FM stations

For those who said that they had ever heard of radio programmes that focus on

small business issues were asked if they could remember the names of the

programmes, prompted or not. Chart 27 below shows the outcome. In the

Bunyoro region, Ekyotamusana on Kitara FM was more remembered or known

than Ebyentuguka on Bunyoro Broadcasting, while in the West Nile region,

Ocemaceni on Arua One and Makwo o Kude on Paidha were equally known or

remembered.


43/122


Chart 27: Can you remember the name of small business

programme?

Can you remember the name of business rogramme?

22

43

36 35

0

5

10

15

20

25

30

35

40

45

50

Ebyentuguuka on

BunyoroBroadcasting

Ekyotamusana on

Kitara FM

Ocemaceni on Arua

One

Makwo o Kude on

Paidha FM

Count

(e) Small business programme most listened to

In the Bunyoro region, Ekyotamusana on Kitara FM is the most listened to small

business programme (29.5%) while Ebyentunguka on Bunyoro Broadcasting had

11.6% of the listeners.(Chart 28). In the West Nile region, Makwo o Kude on

Paidha FM was the most listened to small business programme with around 32%of listeners listening to it. Ocemaceni on Arua One stood at around 19%.


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Chart 28: Small business programme most listened to North Western

Which small business radio programme do you listen

to most?n=158

11.6

29.5

18.9

31.6

8.4

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Ebyentuguuka on

Bunyoro

Broadcasting

Ekyotamusana

on Kitara FM

Ocemaceni on

Arua One

M akwo o Kude

on P aidha FM

Can't distinguish

(f) Small business programme listener description

Listeners to small business programmes in Bunyoro and West Nile were asked

to describe themselves and Chart 29 below shows the details. This is in very

general terms.

Chart 29: Small business programme listener self description North

Western

Most accurate description of you as a listener of

small business programme n=130

Interested

listener

44%

Casual listener

34%

Dedicated

listener

22%


45/122


6.2 Busoga region

This covered the areas of Jinja, Kamuli, Iganga and Mayuge.

(a) Language

Majority of the respondents were native speakers of Lusoga (93%), while

non-Lusoga speakers were 7% of the respondents. (Chart 30)

Chart 30: Is Lusoga your first language?

Is Lusoga your first language? n=261

Native Lusoga

speaker

93%

Non-native

Lusoga speaker

7%

(b) General listenership on individual stations -

Chart 31: Which local language radio stations do you listen to?

(Busoga)

Which local language radio stations do you listen to?

160

188

131

21

112

77

155

1118

112

0

20

40

60

80

100120

140

160

180

200

NBS Kiira FM Busoga

People's

Radio

CBS Simba Other

Count Yes

No


46/122


In Busoga region, more people regularly tune into Kiira FM (188) than to

NBS (160). Busoga Peoples Radio has fairly a strong tune in (131) . This

was approximately out of about 260 respondents. Radio Simba which

based in Kampala has a strong following as Chart 31 shows.


In the different regions, listeners (respondents) were asked to indicate

which radio station they listen to most. Details are shown in Table 17

below. In the Busoga region, listeners were more loyal to Kiira FM (36%)

than they are to NBS Broadcasting (30%) which came second. Busoga

Peoples Radio came third with 14% while Simba was fourth with 11%.

Table 17: Which radio station do you listen to most often? (Busoga)

(d) Small business programme listenership on local FM

stations

For those who said that they had ever heard of radio programmes that focus on


programmes, prompted or not. Chart 32 below shows the outcome. In the

Busoga region, Wekalangule on NBS was almost the only known small business

programme. Another one was named as Okozeewo kki on NBS.



Valid Kiira 69 26.4 35.6

NBS 58 22.2 29.9

Busoga People's Radio 27 10.3 13.9

Simba 22 8.4 11.3

Other 12 4.6 6.2CBS 6 2.3 3.1


Total 194 74.3 100.0

Total 261 100.0


47/122


Chart 32: Can you remember the name of small business programme?

(Busoga)

Remember any small business programme?

64

26

9

2

0

10

20

30

40

50

60

70

Wekalangule on NBS Other

Count

Yes

No


For those who said that they had ever heard of radio programmes that

focus on small business issues were asked if they could remember the

names of the programmes, prompted or not. Since Wekalangule on NBS

is nearly the only known small business programme, it makes it automatic

to be the most listened to programme as shown in Chart 33 below.

Chart 33 : Which small business radio program do you listen

to most? (Busoga)

Which small business radio programme do you listen to

most?n=81

54.3

39.5

6.1

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Wekalangule on NBS Other small business

program

Can't distinguish


48/122


6.3 Far Eastern region

This covered the areas of Mbale, Pallisa, Busia and Tororo.

(a) Language

Majority of the respondents were speakers of either Lugisu, Adhola, Luganda,

Swahili or Kumam. This area has got a variety of languages (85%), while non-

Lugisu, Adhola, Luganda, Swahili or Kumam speakers were 15% of the

respondents. (Chart 34)

Chart 34: Is Lugisu, Adhola, Gwere, Swahili, Luganda or Kumam your first

language?

Is Lugisu, Adhola, Gwere, Swahili, Luganda or

Kumam your first language?

Native

Lugisu,Adho la,G

were,Luganda,S

wa,Kumam

speaker

85%

Non-native

Lugisu,

Adhola,Gwere,L

uganda,Swa,Ku

mam speaker

15%

No n

Lugisu,Adho la,G

were,Luganda,

Swa, Kumam

speaker

0%


49/122


(b) Which local language radio stations do you listen to?

Chart 35: General listenership on individual stations (Far East)

Which local language radio station do you listen?

150

77

29

9

136

123

311 14

19

3 1

0

20

40

60

80

100

120

140

160

Open Gate RockMambo

VoTeso Continental Capital Other

Count

Yes

No

In Far Eastern region, most people regularly tune into Open Gate (150).

Capital FM (123), much as it is not based in the Far East, it has a very

strong following. Rock Mambo comes a distant third with a count of 77 out

of about 240 listeners. The other category has a strong presence

because the many other stations whose signals are received in the area

as Chart 35 above shows.




below. In the Far East region, listeners were more loyal to Capital FM

(29%). Capital is followed by Open Gate with a score of 18%. The

category other indicates very strongly in the chart(39%). This is was

characterized by a number of stations which included NBS, Impact,

Simba, Kiira , Busoga Peoples Radio, Voice of Africa and KFM which

divided the 39%.


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Table 18: Station listened to most often (Far East)



Valid Other 72 29.8 38.9

Capital 54 22.3 29.2

Open Gate 33 13.6 17.8

Rock Mambo 21 8.7 11.4

Voice of Teso 5 2.1 2.7

Total 185 76.4 100.0


Total 242 100.0


stationsFor those who said that they had ever heard of radio programmes that focus on


programmes, prompted or not. Chart 36 below shows the outcome. Overall, the

number of people who know about small business programmes is low as

indicated in the chart. Just over 40 people out of about 240 people knew of one.

As shown in the chart, of the 40 or so people who know or remember a business

programme, only 24 remember Obusubuzi obutonotono on Open Gate, while 10

remembered Ulimwengu wa Biashara on Rock Mambo.


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Chart 36: Can you remember the name of small

business programme? (Far East)

Remember any small business programme?

24

107

31

0

5

10

15

20

25

30

Count

Yes

No


Of the few respondents who listen to small business programmes, Table

19 below shows that Obusubuzi obutonotono on Open Gate was more

listened to than others.

Table 19: Small business programme most listened to (Far East)

Which small business radio program do you listen to most?


Valid Obusubuzi obutonotono on Open Gate 7 2.9 58.3

Ulimwengu wa Biashara on Rock Mambo 2 0.8 16.7

Eswamai kanuka on VoTeso 2 0.8 16.7

Can't distinguish 1 0.4 8.3

Total 12 5.0 100.0


Total 242 100.0


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6.4 Northern region

This covered the areas of Lira, Gulu, Apac and Kitgum.

(a) Language

Majority of the respondents were Luo speakers (97%).(See Chart 37)

Chart 37: Is Luo your first language?

Is Luo your first language?n=265

Native Luo

speaker

97%

Non-native

Luo speaker

3%

(b) Which local language radio stations do you listen to?

Chart 38: General listenership on individual stations (Northern)

Which local language stations do you listen to?

135

73 72

104

138

0

20

40

60

80

100

120

140

160

Mega FM Rhino FM Choice Radio Wa Other

Count

Yes

No

In the Northern region, most people regularly tune into Mega FM (135).

Mega FM is followed by Radio Wa(104) out of just over 260 respondents


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while Rhino FM comes a distant third with a count of 73 and Choice FM

with 72 out of over 260 listeners. The other category has a strong

presence because the many other stations whose signals are received in

the area as Chart 38 above shows. The Other category is characterized

by radio stations such as Radio Freedom, Lira FM, Peace FM and Unity

FM. KFM Capital FM are also listened to.




below. In the Northern region, listeners were more loyal to Mega FM

(36%). Mega FM is followed by Radio Wa with a score of 27%.

Table 20: Station listened to most often (Northern)


stations

Only Biacara on Mega FM is nearly the only known or remembered small business

programme. It is only 27 out of over 260 respondents could remember Biacara. No

outstanding programme was named. And of the 27, 8 were casual listeners, 7 were

interested listeners and 5 were dedicated listeners.



Valid Mega FM 83 31.3 35.9

Radio Wa 62 23.4 26.8

Rhino FM 24 9.1 10.4

Choice FM 17 6.4 7.4

Other 45 17.0 19.5

Total 231 87.2 100.0


Total 265 100.0


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7.0 Concluding statements and Recommendations

Based on the analysis of the results of this survey, the following concluding statements

and recommendations are made:

7.1 Concluding statements

i) Majority of the respondents had listened to the radio for more than half

an hour in the previous week.

ii) A lot of radio airtime is given to areas that are not directly crucial to

peoples lives such as humor, music and general politics. Little airtime

is given such issues like income generation and business; health; and

agriculture.

iii) Majority of respondents (listeners) have never heard of a program that

focuses on small business matters.

iv) For those who managed to listen to small business programmes found

their greatest benefits in: getting information on markets (and prices)

and business opportunities; information on how to start or running a

business; and providing of business tips and advice.

v) A number of valid reasons were found to be responsible for non-benefit

of small business programmes: diversion of issues during the

programme; irrelevant content; lack of capital on part of listeners;

inadequate information and low programme awareness among other

reasons.

vi) Listeners would generally prefer to have small business programmes

to be more aired between Saturday and Monday from around 2 p.m.

vii) One (1) hour is most appropriate length of small programme on radio.

The programme should be: interactive(allowing feedback); of much

relevance without lacking appropriate information ; and handled

professionally by trained presenters (even hosting experienced

people).


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viii) Majority of the respondents (households) , 97%,owned at least one (1)

working radio.

ix) Male heads of households have more control of deciding what

programmes to listen to in their households.

x) Majority of the respondents have never communicated (phoning or

writing a letter) into a radio programme, the same applies to a small

business programme.

xi) For small majority of the respondents, agro business confined to

growing and selling; and retail trade are the main sources of income.

xii) Majority of households owned at least a bicycle which is the main

mode of transport and also a source of income.

xiii) Majority of the respondents owned anywhere between one (1) to five

(5) acres of land. Land is a very important source of livelihood.

xiv) Majority of small business programme listeners were either casual or

interested listeners, few were dedicated listeners.

xv) Small business radio listenership was more intense in the North

Western regions of West Nile and Bunyoro than it was in the Far East,

Busoga and Northern regions.

7.2 Recommendations

i) Programme branding and promotional efforts embarked on to increase

general awareness of small business programmes. One way is to have

regular pre-promos on radios.

ii) As far as general programming is concerned, relevant programming

content should be pursued . This can only be achieved through regular

audience research by radio stations.iii) Benefits of listening to business programmes should be clearly

communicated especially to those who are struggling with survival of

their small business establishments or to those who intend to start their

own businesses. This would drive interest.


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iv) Radio stations should encourage listener feedback in an appropriate

way through allowing for more phone calls which can be better

handled. Radio stations should get closer to the community by having

regular visits to get and probably record their views which can be

played back on air.v) Appropriate ways should be designed so that male heads of

households do not dominantly control what the rest should listen to.vi) As far as small business programme listeners are concerned , efforts

should towards converting casual or interested listeners into dedicated

listeners.vii) Radio stations management should endeavor to have reliable back up

systems so that they can keep on air even when there are serious

technical problems as a way of keeping their listeners.viii) Radio stations should encourage balanced programming to have more

essential issues like income generation/business; health ; agriculture

and education. There is need to reduce on the non-essentials like

music; politics and humor.ix) Radio station management should try to employ well trained and well

informed presenters who will better handle issues at hand.

x) Improve on signal clarity and coverage.


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APPENDICES

Appendix 1: Details of survey locations/routes in the different regions

Indicated are either routes or individual locations or counties

1. North West (West Nile and Bunyoro)

ARUA NEBBI MASINDI HOIMA

Arua Municipality

Arua Aii Vu

Arua - Emba

Arua Biliefe

Okokoro

Terego

Maracha

Vurra

Logiri

Ocidri

Oyokole

Abinyu

Obolokutufu

Oluo Hill

Olodriku

Nebbi Municipality

Nebbi - Pakwach

Okollo

Paidha

Anyong

Mvugu

Jupanyondo

Parombo

Masindi Municipality

Masindi Hoima Road

Masindi Kampala Road

Masindi Kiryandongo Road

Kiryankambi

Kisindizi

Pakanyi

Kyamukudumi

Bwijanga

Mparo Bugahya

Kijura

Kabutukuru

Ijwamba Nyakalongo

Kimengo-Kididima

Kisanja

Hoima Municipality

Hoima Bulindi

Hoima Buseruka

Butiaba

Buliisa

Kigorobya

Kitoba

Bulindi

Kikongo

Kabale

Kiziranfumbi

Kiganda

Buhamba

Wagaisa

Nyapea

Bujwahya

Nyakoronjo

Kikonta

Mpalangasi

Kinubi

Kibugubya

Buhanika

Kakindu

Katuugu-Bugahya

Kihamba


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2. Busoga Region

JINJA KAMULI IGANGA MAYUGE

Jinja Municipality

Bujagali

Wabulenga Budondo

Buwenge-Kaire-Kagoma

Kakira- Kalango-Kiko

Namasinga- Bugaya

Masese

Walukuba

Kyomya-Namalere

Kivubuka

Buyala

Namulesa

Wairaka

Mutayi

Kiwagama -Kagoma

Nakasengete

Lubani

Kamuli Municipality

Kamuli Balawoli-Nawantale

Kamuli Buluya

Kamuli Namwendwa

Kidera

Bugaya

Nkondo Kidera

Kasambira Bugulumbya

Nawanyago- Busiti

Namulikya

Buwolero

Bukokoba

Kasolwe

Bugaya

Nakulyanku

Nawansesa

Iganga Municipality

Iganga- Nakivumbi

Iganga Naigobia-Kaliro

Busembatia - Ivukula

Namutumba

Busesa

Wakatanga

Namakunyu Kabira

Bukoyo Busalami

Namulanda

Bulubandi

Semwezi

Ibunkalu

Kasuleta-Bubago

Kaiti

Nabikabala

Nsinze

Kibale

Nabidongha

Gwembuzi

Mayuge Town Council

Mayuge Magunga

Mayuge Ikulwe-Kaluba

Mayuge Kitovu

Buwaya

Kasutayime

Mpugwe

Mbaale

Katwe

3. Far East

MBALE PALLISA TORORO BUSIA

Mbale Municipality

Mbale Nakaloke

Mbale Busiu- Bududa

Nabumali

Budadiri

Namunsi

Bugusege

Nkokonjeru

Nawungo

Kooji Busoba

Khatwelatwela

Mulunyi

Kachonga

Nabumali

Nagamoya

Nakirunyu

Bukambowe

Wagagai

Bunagowoya

Nabamasa

Pallisa Town Council

Pallisa Agule

Pallisa Gogonyo

Pallisa Kamuge

Kadama

Tirinyi

Kapaala

Kibale

Kachengerwa Kasodo

Akodot

Angolol

Butembeyi

Apopong

Tororo Municipality

Tororo Molo Mukuju

Tororo Buteba

Tororo- Kisoko-Nagongera

Magodesi

Katandi

Nyakasiza

Mukera

Matimbi

Nambogo

Podut

Mahanga

Bumululu

Lwanjusi

Busitema


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Buyonde

Nakwira

Bumirisa

Kabwangasi

Nakawondwe

Namatala

Buwasu

4. Northern

LIRA GULU KITGUM APAC

Lira MunicipalityDokolo

Aler IDP Camp

Kamuca

Opimo

Odeye

Agwata

Alokiri

Adokogik

Abenyo

Awat - Iguli

Gulu MunicipalityLayibi

Kampala Road

Pece Pawel

Kasubi

Kabedo Opong

Koro Abili IDP Camp

Kanyagoga

Badege

Celerano

Kitgum Town Council KamdinBuga


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Appendix 2: Photographs from the field

1

One of the field assistants, Fred, left, interviewing a radio listener in rural Busoga (Photo by Ian Nkata)

2

One of the field assistants, Fred, left, interviewing a woman radio listener.Looking on are curious family members in rural Busoga. (Photo by Ian Nkata)


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3

A group of radio listeners in rural Busoga. It is common to find groups of peoplein rural areas listening to radio under a tree. (Photo by Ian Nkata)

4.

Some of the research assistants who worked in Busoga. In the background is theLand Rover that was used in the survey. (Photo by Ian Nkata)

Appendix 3: Selected comments from radio listeners/respondents

The comments are divided into 2 categories. The first category is related to comments

regarding small business radio programming and the second one concerns general

radio programming.


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Category 1: Selected comments regarding small business radio programmes

Radio programs are good because they sensitize people on small businesses ( Male, 25-35)

..should add more time for business issues! (Male, 15-25)

They mix business and politics.more opportunities should be given to those in villages to start

businesses (Male, 15-25)

They should continue with programs on business, but add time and take more calls from

callers/listeners. (Female, 15-25)

Small business programs are very educative, though too much music does not favor the older

people... (Male, over 45)

Bring more business programs so as to create aware amongst listener. (Male, 2

MSE Radio Programmes Listener Survey June 2005_Ian Nkata_Uganda

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